AI Chatbots Will Revolutionize Conversational Marketing – Here’s How
Overview
AI is the hot topic permeating across every industry right now – and marketing is no exception. It’s changing the way marketers work across multiple industries. In conversational marketing, advanced AIs are helping to create human-like interactions between brands and their customers and prospects.
AI chatbots are an effective way to enhance these interactions, delivering a better customer experience (CX) – one that’s faster, cost-effective, and more personalized. Here’s how.
During the latest SaaS boom with formerly low interest rates, startups and small businesses have been increasing functionality adding to the 11,000 or so solutions in the martech space. That landscape has changed. These days, everyone is being asked to do more with less. Businesses are looking to cut costs, especially in areas such as marketing. Big players – including Adobe, Salesforce, and Microsoft – are in a consolidation race that’s aligned with companies’ financial mandates. And it’s here that AI-driven components will play a major role. With a closer eye on budgets and costs, CFOs, CTOs, and CMOs are becoming ever more cautious about renewing and investing in their tech stack. Customer churn is a real concern. Conversational marketing is one area where AI can have a huge impact, cutting costs whilst at the same time helping brands get closer to their customers and prospects. One lever is the use of two-way conversations in real-time to communicate with existing and prospective customers. Examples include live chat and customer portals. Now, AI has arrived that can eliminate previous problems with conversational marketing – such as 24/7 availability of real people, or the need to hard code all the dialogues beforehand. Suddenly, a sophisticated AI chatbot is an attractive and cost-effective proposition again. Juan Pablo Garcia – Kapturall’s experienced Sales Manager – recently did a study of 60 company websites that have implemented traditional chatbots. Less than 20% of companies deploying those chatbots had a real person available. 80% of them had no human online to talk to at all during office hours in some major time zones. What’s worse, many of them failed to fulfil the promise of a quick conversation and routed the visitor to an unexpected calendar scheduler. The cascading confusion about SDRs, AEs or BDRs following up with that contact could sound familiar to you. The truth is that conversational marketing was not generating real, relevant conversations. In the past, this was a problem because customers would get frustrated by scripted responses or by discovering that no human customer service agents were available. Now, though, with AI chatbots such as OpenAI’s ChatGPT, it is possible to have an intelligent dialogue with a machine. There’s no longer a need to prove a human is available – or what’s worse, to fake it – AI can handle everything efficiently, providing next level conversational marketing. Martech vendors such as Adobe are beginning to incorporate AI chatbots into their platforms, for multiple use cases. Right now, this technology is in the early stages of deployment – in the roll-out phase – so it’s difficult to fully quantify the return on investment (ROI) in an uncertain economic climate. But here’s what we know so far. Dynamic Chat is built directly into the Marketo Engage automation engine. It will enable Marketo users to automate personalized chat conversations with prospects and collect relevant data on leads. This conversational approach streamlines the Go-To-Market (GTM) process, encompassing marketing, sales, and customer experience teams. It ensures a seamless and efficient transition from one stage to another, minimizing the delay between capturing customer data and engaging them in meaningful interactions. Dynamic Chat promises multiple benefits, enhancing not just the sales process, but also enriching the overall customer journey. One of the most important advantages is that visitors can have a really useful dialogue with either a person or an AI engine. Dynamic Chat is also fully integrated with Marketo which avoids data integration problems and unlocks speed gains in activating that data. The AI/ML learns from replies and improves with time, and it can also analyze user interactions with content such as PDFs. Dynamic Chat feeds several pieces of data directly into Marketo, helping to improve the efficacy and impact of your marketing campaigns. For marketers, what’s really useful is that the chatbot activity can be used to filter and segment the audience to trigger certain specific actions and be much more relevant. Kapturall supports every aspect of your digital marketing strategy – including the use of chatbots in conversational marketing. We combine marketing with technology and data to create meaningful relationships between your business and its customers and prospects. If you have any further questions about this technology, please don’t hesitate to contact us.Two key benefits of AI chatbots
How leading companies are using AI chat technology
Conversational marketing via Adobe’s Dynamic Chat
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Juan Pablo García
Sales Manager at Kapturall
Sales professional with over three decades of experience in the tech industry. I specialize in building valuable partnerships with key players across several sectors. My strength lies in my deep understanding of customers' needs, a dedicated approach to service, and a knack for creating lasting relationships. I combine tried-and-true methods with the latest sales and marketing technologies, always focused on delivering value. I believe that every interaction, whether it results in a deal or not, is an opportunity to serve the customer and pave the way for future opportunities.
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